Unintentional

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GOOGLE

You can still find Bounce Rate in Google Analytics 4

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Heard the rumors that Google was ending Bounce Rate along with Universal Analytics?

They may not be true after all.

Analytics expert Charles Farina noticed the metric appears in the reporting API for Google Analytics 4 (GA4), but with a slight twist.

What’s different: According to Google’s definition, the metric will replace percentages with rounded fractions. So when you see a Session Bounce Rate of 0.857, it’s actually 86%.

Is it enough to bring back the doubters? MarTech’s recent survey claims 88% of marketers plan to stick with Analytics, despite its steep learning curve.

Will knowing that classic features like Bounce Rate still exist be enough to bring back the other 12%, though? Guess we’ll see…


MICROSOFT

Your ads are about to get more customizable

Big news if you’re running ads in Microsoft’s network…

Their recent update includes an open beta announcement for responsive search ads (RSA).

Why we care: RSA customizers will help you create hundreds of variations of a single ad by inserting interchangeable custom attributes, including text, number, price, and percent. That could save marketers a ton of time.

That’s not all… Microsoft also announced four more expansions coming in April:

  • Microsoft Audience Network market will expand to 39 new countries throughout Asia and Europe, including Japan, India, Greece, Hungary, Turkey, and more.
  • Travel Ads Experiences are expanding too, with Cruise ads steaming for the UK, and Tours and Activities ads landing in Latin American markets.
  • Smart Campaigns are rolling out in Germany, Canada, and France.
  • Responsive Search Ads are now manageable through a mobile app that’s available for both Apple and Android.

LIke we said… big news. Don’t sleep on these ad channels.


SPONSORED BY PROPELLERADS

Set-and-forget rules to get the maximum out of your campaigns with PropellerAds

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Time and money. That’s what you get with the rule-based campaigns you can run on PropellerAds. Let us explain.

You save time because you don’t have to go into your dashboard so often. You set rules based on your target CPA, bids, conversions, ad spend, and more. Then the rest takes care of itself.

You get more money because you avoid wasted spend when things get worse, and you scale faster when your conversion rate is higher.

Do you want to see how these rules look in action? Read this full guide for setting up the rules for your campaigns.

You can find rule-based optimization on the “create campaign” page, available for CPC Push and Interstitial campaigns.

Here are some common scenarios where you’ll love rule-based optimization:

  • You get a high conversion rate and you need to get more traffic. With rules, you can increase bids to get more traffic.
  • You have placements that are a waste of ad spend. With rules, you can exclude them quickly.
  • Your CPA is too high. With rules, you can exclude expensive placements that miss your target CPA.

Learn more about rule-based campaigns here.

Sign up to PropellerAds to try them out here.


MARKETING

These 2 psychology tricks will make your offer more attractive

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Every day, our brain is faced with thousands of decisions. So it takes shortcuts to save work—aaaand not go crazy.

Here are two interesting shortcuts you can use:

1) Use price anchors. In 2010, Steve Jobs was on stage revealing the new iPad. A big screen behind him showed the price: $999.

Then, Jobs announced that Apple had cut production costs, so they were going to sell the iPad for $499. The number on the screen changed, and the audience began screaming and applauding.

Following that announcement, Apple sold 40 million iPads. After buyers were “anchored” to the $999 price tag, $499 for an iPad sounded like a hell of a deal.

How to use price anchor bias: Unless you’ve created a new product category, customers already have anchors. Find out what they are, and use them to make your offer more attractive.

Just beware of the risks: As Barret O’Neill explains, there are caveats to any shortcut, and price anchoring bias is no different.

2) Unintentional offers. If the product is a good fit for them, people consider unintentional offers more attractive.

Here’s what we mean.

In an experiment brought up by the Ariyh newsletter, people were asked whether they would take a 70% discount to subscribe to The Economist magazine.

The results?

  • 12.9% took the offer when they were told that the discount was for the “classic reader” of The Economist (tailored for them).
  • 32.1% took the offer when they were told that the offer was created to get the average person excited about The Economist (tailored to others, not them).

Why these offers work: We know that companies want to make a profit, so we don’t value offers designed to make us spend more. But when we find an unintentional offer, we feel lucky and grab the bargain.

How to use unintentional offers:

  • If you have a product that your audience is clearly interested in, you can make the offer more appealing by saying that it’s not targeted at them.
  • Be careful: Do not frame your offer in a way that lowers the perceived value of the product. For example, “These Bose speakers are perfect for amateur listeners.”

SPONSORED BY OFS GUIDE

“He’s a $250,000/year person in the US and we’re paying him $1,500/month and he’s amazing.”

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That’s what Paul H. says about the Filipino professional he recently hired.

Businesses like Paul’s are hiring top-level CAD designers, e-commerce experts, financial planners, email marketers, and more from the Philippines—for 1/10 of the cost of their American counterparts.

How do you build your own team with Online Filipino Professionals you can trust… especially when you’re crunched for time?

This free guide shows you how—no personal info required.


THE CREW’S INSIGHTS

When you shouldn’t use automatic bidding on Twitter Ads

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Twitter Ads can be a gem when used in the right context.

So today, let’s talk about when you should go against the grain and turn off automatic bidding.

Usually, automatic bidding is better. On most platforms, like Google and Facebook, trying to beat the algorithm with manual, programmatic bidding is more effort than it’s worth. You’re better off using auto-bidding.

But this isn’t true on Twitter. If you’re working with smaller budgets (say, $50 to $500 per day), automatic bidding can actually work against you. Here’s why:

  • Automatic bidding optimizes to max out your budget at a good price. At frequent intervals throughout the day, Twitter’s algorithm will adjust your bid price to fill the quota of clicks it’s looking for. You’re almost guaranteed to max out your budget every day.
  • Manual bidding forces Twitter to hunt for the cheapest clicks. While the most effective manual bidding won’t always max out your budget, you can often see results up to 3X better than automatic bidding with small budgets.

As you increase spending into the thousands, this effect becomes minimal.

But if you’re running with a smaller budget, always test manual bidding. Often, results can look like this:

  • $250 per day budget, manual bid at $2.00 per click: You might spend about 80%–90% of your budget each day, but cost per click (CPC) will be right around, or less than, two bucks.
  • $250 per day budget, automatic bidding: Twitter will change its bid throughout the day to maximize its quota. You could end up with something like 100% of the budget spent, but $3.80 per click in this scenario.

In other words… try driving manual for a change.

Your ad dollars may go farther that way.


ROUNDING UP THE STACK

AFFILIATE MARKETING: Jon Benson’s VSLs generated $1.2 billion in sales for his clients. Tom Matzen started 89 businesses and earned 8 figures. Mike Filsaime has 25 million-dollar launches under his belt. They’re three of the 15 marketers speaking at Afiliados Brasil 2022, and you might want to check the whole line-up because it’s fire.*

GOOGLE: Ew, bugs are everywhere. If you’re experiencing weird bugs with Google Ads recently… you’re not alone. Users are reporting a number of issues, including latency and error messages.

TWITTER: In the span of two days, Elon Musk has become Twitter’s largest shareholder and joined the platform’s board of directors. This is a week after he pressured the company on “free speech.” Is this the beginning of a new Twitter era?

PAYMENTS: Fees on the horizon. Stripe will introduce cross-border fees between the EU and UK starting July 1st, 2022. Conducting business could charge you an additional 1–2% for the transaction.

TIKTOK: Cheating or “growth hacking”? TikTok’s parent company apparently scraped data and content from popular social platforms such as Instagram in 2017, then uploaded them to Flipagram—TikTok’s predecessor—without users’ knowledge. Shady.

GOOGLE: Want to improve local SEO? Try listing your in-store products. Google recently added this section in their “ways to improve business visibility.”

*This is a sponsored post.


BRAIN TEASER

Re-arrange the letters, O O U S W T D N E J R, to spell just one word.

What is it?

You can find the answer here.


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POOLSIDE CHAT

Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.

An esports journalist became a marketer to get away from… stress

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Apparently, esports journalism has a high burnout rate.

In the latest edition of Digiday’s Confession series, a former journalist opens up about his reasons for quitting.

To be fair, threats of being sued by teams does sound stressful…

Should we tell him about the stress that comes with marketing? Lol.

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